Advertising is using verbal and non-verbal codes as well as subconscious knowledge of audience. Throughout the advertisement, we can read the paths of businesses that ads are showing, or at least they should. The research is aimed at investigating the advertising discourse of the banking sector and analyzing with which funds it is generating and how it has changed through time with the goal of accessing viewers and end-users with the long-term goal of increasing sales, more precisely the use of certain banking packages and services. Trends are being investigated over a period of time from 2010 to 2018, and units of analysis are advertisements of five banks that operate and are advertised in Croatia, and in 2016 had the highest profit. The media through which ads are viewed is YouTube, and the survey is qualitative and quantitative. Analyzes of content are used through an analytical matrix and a qualitative narrative analysis that explains more in detail and is responsive to the research goals. The results of the analysis of the banking sector's discourse are presented, and a conclusion is reached on new trends, and the question of how the funds are being used and what role is played by bank advertisements in humorous and inexcusable terms. Further research is also being proposed on account of the lack of attention directed at the unsolicited commercials of banks that promote serious services.